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src:url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/mediumitalic/Roboto-MediumItalic-webfont.eot#iefix) format("embedded-opentype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/mediumitalic/Roboto-MediumItalic-webfont.woff) format("woff"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/mediumitalic/Roboto-MediumItalic-webfont.ttf) format("truetype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/mediumitalic/Roboto-MediumItalic-webfont.svg#2dumbregular) format("svg"); font-style:italic; font-weight:500 } @font-face{ font-family:Roboto; src:url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/regular/Roboto-Regular-webfont.eot); src:url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/regular/Roboto-Regular-webfont.eot#iefix) format("embedded-opentype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/regular/Roboto-Regular-webfont.woff) format("woff"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/regular/Roboto-Regular-webfont.ttf) format("truetype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/regular/Roboto-Regular-webfont.svg#2dumbregular) format("svg"); font-style:normal; font-weight:normal } html {--borderradius-base: 4px;--config--main-border-base-color: #ebecf2ff;--config--main-button-base-font-color: #1a1a1a;--config--main-button-base-font-family: 'Poppins', Helvetica, Arial, Helvetica Neue, Helvetica, sans-serif;;--config--main-button-base-font-weight: 700;--config--main-button-base-radius: 3px;--config--main-button-base-texttransform: uppercase;--config--main-color-alert: #950e5fff;--config--main-color-brand: #0b353bff;--config--main-color-brand-secondary: #e4ffceff;--config--main-color-contrast: #2aaae1;--config--main-color-day: #f0f2f6;--config--main-color-day-dark: #ededed;--config--main-color-day-light: #fff;--config--main-color-disabled: #f7f8faff;--config--main-color-dusk: #a7aeb5;--config--main-color-dusk-dark: #616a73;--config--main-color-dusk-light: #d5d7db;--config--main-color-highlighted: #B0DFF3;--config--main-color-info: #f7b83fff;--config--main-color-night: #27201dff;--config--main-color-night-inverted: #f5f5f5;--config--main-color-night-light: #2b2b2b;--config--main-color-success: #44d4deff;--config--main-font-base-lineheight: 1.5;--config--main-font-base-stack: 'Poppins', Helvetica, Arial, Helvetica Neue, Helvetica, sans-serif;;--config--main-font-base-style: normal;--config--main-font-base-weight: normal;--config--main-font-secondary: 'Poppins', Helvetica, Arial, Helvetica Neue, Helvetica, sans-serif;;--config--main-fonts: @font-face{ font-family:Roboto; src:url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/bold/Roboto-Bold-webfont.eot); src:url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/bold/Roboto-Bold-webfont.eot#iefix) format("embedded-opentype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/bold/Roboto-Bold-webfont.woff) format("woff"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/bold/Roboto-Bold-webfont.ttf) format("truetype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/bold/Roboto-Bold-webfont.svg#2dumbregular) format("svg"); font-style:normal; font-weight:700 } @font-face{ font-family:Roboto; src:url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/bolditalic/Roboto-BoldItalic-webfont.eot); src:url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/bolditalic/Roboto-BoldItalic-webfont.eot#iefix) format("embedded-opentype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/bolditalic/Roboto-BoldItalic-webfont.woff) format("woff"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/bolditalic/Roboto-BoldItalic-webfont.ttf) format("truetype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/bolditalic/Roboto-BoldItalic-webfont.svg#2dumbregular) format("svg"); font-style:italic; font-weight:700 } @font-face{ font-family:Roboto; src:url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/fonts/roboto/italic/Roboto-Italic-webfont.eot); src:url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/fonts/roboto/italic/Roboto-Italic-webfont.eot#iefix) format("embedded-opentype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/fonts/roboto/italic/Roboto-Italic-webfont.woff) format("woff"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/fonts/roboto/italic/Roboto-Italic-webfont.ttf) format("truetype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/fonts/roboto/italic/Roboto-Italic-webfont.svg#2dumbregular) format("svg"); font-style:italic; font-weight:normal } @font-face{ font-family:Roboto; src:url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/light/Roboto-Light-webfont.eot); src:url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/light/Roboto-Light-webfont.eot#iefix) format("embedded-opentype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/light/Roboto-Light-webfont.woff) format("woff"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/light/Roboto-Light-webfont.ttf) format("truetype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/light/Roboto-Light-webfont.svg#2dumbregular) format("svg"); font-style:normal; font-weight:300 } @font-face{ font-family:Roboto; src:url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/medium/Roboto-Medium-webfont.eot); src:url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/medium/Roboto-Medium-webfont.eot#iefix) format("embedded-opentype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/medium/Roboto-Medium-webfont.woff) format("woff"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/medium/Roboto-Medium-webfont.ttf) format("truetype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/medium/Roboto-Medium-webfont.svg#2dumbregular) format("svg"); font-style:normal; font-weight:500 } @font-face{ font-family:Roboto; src:url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/mediumitalic/Roboto-MediumItalic-webfont.eot); src:url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/mediumitalic/Roboto-MediumItalic-webfont.eot#iefix) format("embedded-opentype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/mediumitalic/Roboto-MediumItalic-webfont.woff) format("woff"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/mediumitalic/Roboto-MediumItalic-webfont.ttf) format("truetype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/mediumitalic/Roboto-MediumItalic-webfont.svg#2dumbregular) format("svg"); font-style:italic; font-weight:500 } @font-face{ font-family:Roboto; src:url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/regular/Roboto-Regular-webfont.eot); src:url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/regular/Roboto-Regular-webfont.eot#iefix) format("embedded-opentype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/regular/Roboto-Regular-webfont.woff) format("woff"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/regular/Roboto-Regular-webfont.ttf) format("truetype"),url(https://d2cn40jarzxub5.cloudfront.net/_fonts/fonts/roboto/regular/Roboto-Regular-webfont.svg#2dumbregular) format("svg"); font-style:normal; font-weight:normal };--config--main-header-font-weight: 600;--config-anchor-base-color: #0b353bff;--config-anchor-base-hover-color: #0b353bff;--config-avatar-notification-background-color: #0b353bff;--config-body-background-color: #f7f8faff;--config-body-wrapper-background-color: transparent;--config-body-wrapper-box-shadow: 0 0 0 transparent;--config-body-wrapper-max-width: 100%;--config-button-cancel-active-background-color: #DB234B;--config-button-cancel-active-border-color: #DB234B;--config-button-cancel-active-color: #fff;--config-button-cancel-background-color: #950E5F;--config-button-cancel-border-color: #950E5F;--config-button-cancel-border-radius: 4px;--config-button-cancel-border-width: 1px;--config-button-cancel-box-shadow: 0 0 0 transparent;--config-button-cancel-color: #fff;--config-button-cancel-hover-background-color: #AB0937;--config-button-cancel-hover-border-color: #AB0937;--config-button-cancel-hover-color: #fff;--config-button-cta-active-background-color: #383A9E;--config-button-cta-active-border-color: #322c74;--config-button-cta-active-border-width: 1px;--config-button-cta-active-box-shadow: 0 0 0 transparent;--config-button-cta-active-color: #ffffff;--config-button-cta-background-color: #2C155D;--config-button-cta-border-color: #ffffff;--config-button-cta-border-radius: 4px;--config-button-cta-border-width: 1px;--config-button-cta-box-shadow: 0 0 0 transparent;--config-button-cta-color: #ffffff;--config-button-cta-focus-background-color: #281355ff;--config-button-cta-focus-border-color: #072225ff;--config-button-cta-focus-border-width: 1px;--config-button-cta-focus-color: #ffffff;--config-button-cta-hover-background-color: #383A9E;--config-button-cta-hover-border-color: #322c74;--config-button-cta-hover-border-width: 1px;--config-button-cta-hover-box-shadow: 0 0 0 transparent;--config-button-cta-hover-color: #ffffff;--config-button-cta-spinner-color: #fff;--config-button-cta-spinner-hover-color: #fff;--config-button-secondary-active-background-color: #383A9E;--config-button-secondary-active-border-color: #322c74;--config-button-secondary-active-border-width: 1px;--config-button-secondary-active-box-shadow: 0 0 0 transparent;--config-button-secondary-active-color: #ffffff;--config-button-secondary-background-color: #FFF;--config-button-secondary-border-color: #ebebfc;--config-button-secondary-border-radius: 4px;--config-button-secondary-border-width: 1px;--config-button-secondary-box-shadow: 0 0 0 transparent;--config-button-secondary-color: #2C155D;--config-button-secondary-focus-background-color: #d6ffb4ff;--config-button-secondary-focus-border-color: #d6ffb4ff;--config-button-secondary-focus-border-width: 1px;--config-button-secondary-focus-color: #2C155D;--config-button-secondary-hover-background-color: #383A9E;--config-button-secondary-hover-border-color: #322c74;--config-button-secondary-hover-border-width: 1px;--config-button-secondary-hover-box-shadow: 0 0 0 transparent;--config-button-secondary-hover-color: #ffffff;--config-button-secondary-spinner-color: #fff;--config-button-secondary-spinner-hover-color: #fff;--config-button-toggle-active-background-color: #5050d666;--config-button-toggle-active-border-color: #383A9E;--config-button-toggle-active-color: #383A9E;--config-button-toggle-background-color: rgba(0,0,0,0);--config-button-toggle-border-color: #5721CC;--config-button-toggle-border-radius: 4px;--config-button-toggle-border-width: 1px;--config-button-toggle-box-shadow: 0 0 0 transparent;--config-button-toggle-color: #5721CC;--config-button-toggle-filled-background-color: #0b353bff;--config-button-toggle-filled-color: #fff;--config-button-toggle-filled-pseudo-color: #fff;--config-button-toggle-filled-spinner-color: #fff;--config-button-toggle-focus-border-color: #072225ff;--config-button-toggle-hover-background-color: #F1EAFF;--config-button-toggle-hover-border-color: #5721CC;--config-button-toggle-hover-color: #5721CC;--config-button-toggle-on-active-background-color: #5721CC;--config-button-toggle-on-active-border-color: #5721CC;--config-button-toggle-on-active-color: #FFF;--config-button-toggle-on-background-color: #2C155D;--config-button-toggle-on-border-color: #2C155D;--config-button-toggle-on-border-radius: 4px;--config-button-toggle-on-border-width: 1px;--config-button-toggle-on-box-shadow: 0 0 0 transparent;--config-button-toggle-on-color: #ffffff;--config-button-toggle-on-hover-background-color: #331673;--config-button-toggle-on-hover-border-color: #331673;--config-button-toggle-on-hover-color: #FFF;--config-button-toggle-outline-background-color: #0b353bff;--config-button-toggle-outline-color: #0b353bff;--config-button-toggle-outline-pseudo-color: #0b353bff;--config-button-toggle-outline-spinner-color: #0b353bff;--config-content-type-article-color: #fff;--config-cookie-modal-background-color: rgba(60,60,60,.9);--config-cookie-modal-color: #fff;--config-create-topic-type-icon-color: #27201dff;--config-cta-close-button-color: #a7aeb5;--config-cta-icon-background-color: #0b353bff;--config-cta-icon-check: #fff;--config-editor-comment-toolbar-background-color: #fff;--config-editor-comment-toolbar-button-color: #27201dff;--config-editor-comment-toolbar-button-hover-color: #0b353bff;--config-footer-background-color: #27201dff;--config-footer-color: #fff;--config-header-color: #0b353bff;--config-header-color-inverted: #f5f5f5;--config-hero-background-position: top left;--config-hero-color: #ffffffff;--config-hero-font-weight: bold;--config-hero-stats-background-color: #fff;--config-hero-stats-counter-font-weight: bold;--config-hero-text-shadow: none;--config-input-focus-color: #0b353bff;--config-link-base-color: #27201dff;--config-link-base-hover-color: #0b353bff;--config-link-hover-decoration: none;--config-main-navigation-background-color: #ffffff;--config-main-navigation-border-bottom-color: transparent;--config-main-navigation-border-top-color: transparent;--config-main-navigation-dropdown-background-color: #fff;--config-main-navigation-dropdown-color: #2b3346;--config-main-navigation-dropdown-font-weight: normal;--config-main-navigation-nav-color: #0b353b;--config-main-navigation-nav-font-weight: normal;--config-main-navigation-nav-link-color: #e4ffce;--config-main-navigation-search-placeholder-color: #6f7488ff;--config-mention-selector-hover-selected-color: #fff;--config-meta-link-font-weight: normal;--config-meta-link-hover-color: #0b353bff;--config-meta-text-color: #588388;--config-notification-widget-background-color: #000000ff;--config-notification-widget-color: #2c155dff;--config-pagination-active-page-color: #0b353bff;--config-paging-item-hover-color: #0b353bff;--config-pill-color: #fff;--config-powered-by-insided-display: visible;--config-profile-user-statistics-background-color: #fff;--config-sharpen-fonts: true;--config-sidebar-widget-color: #0b353bff;--config-sidebar-widget-font-family: 'Poppins', Helvetica, Arial, Helvetica Neue, Helvetica, sans-serif;;--config-sidebar-widget-font-weight: 600;--config-ssi-header-height: auto;--config-ssi-header-mobile-height: auto;--config-subcategory-hero-color: #2c155dff;--config-tag-modify-link-color: #0b353bff;--config-tag-pill-background-color: #f8f8f8;--config-tag-pill-hover-background-color: #97c1c7ff;--config-tag-pill-hover-border-color: #0b353bff;--config-tag-pill-hover-color: #0b353bff;--config-thread-list-best-answer-background-color: #44d4de0d;--config-thread-list-best-answer-border-color: #44d4deff;--config-thread-list-mod-break-background: #0b353b0d;--config-thread-list-mod-break-border-color: #0b353bff;--config-thread-list-sticky-topic-background: #0b353bf2;--config-thread-list-sticky-topic-border-color: #0b353bff;--config-thread-list-sticky-topic-flag-color: #0b353bff;--config-thread-list-topic-button-subscribe-border-width: 1px;--config-thread-list-topic-title-font-weight: bold;--config-thread-pill-answer-background-color: #44d4deff;--config-thread-pill-author-background-color: #0b353bff;--config-thread-pill-author-color: #fff;--config-thread-pill-question-background-color: #fd7742ff;--config-thread-pill-question-color: #fff;--config-thread-pill-sticky-background-color: #0b353bff;--config-thread-pill-sticky-color: #fff;--config-topic-page-answered-field-icon-color: #44d4deff;--config-topic-page-answered-field-link-color: #0b353bff;--config-topic-page-header-font-weight: 600;--config-topic-page-post-actions-active: #0b353bff;--config-topic-page-post-actions-icon-color: #a7aeb5;--config-topic-page-quote-border-color: #ebecf2ff;--config-topic-question-color: #fd7742ff;--config-widget-box-shadow: 0 2px 4px 0 rgba(0,0,0,0.08);--config-widget-cta-background-color: #000000ff;--config-widget-cta-color: #000000ff;--config-widget-tabs-font-weight: normal;--config-widget-tabs-forum-list-header-color: #0b353bff;--config-widget-tabs-forum-list-header-hover-color: #0b353bff;--config-card-border-radius: 4px;--config-card-border-width: 1px;--config-card-background-color: #ffffff;--config-card-title-color: #343446;--config-card-border-color: #EBECF2;--config-card-hover-background-color: #ffffff;--config-card-hover-title-color: #5050D6;--config-card-hover-border-color: #e3e4ec;--config-card-hover-shadow: 0 5px 20px 0 rgba(0, 0, 0, 0.08);--config-card-active-background-color: #ffffff;--config-card-active-title-color: #2b3346;--config-card-active-text-color: #2b3346;--config-card-active-border-color: #e3e4ec;--config-sidebar-background-color: transparent;--config-sidebar-border-color: transparent;--config-sidebar-border-radius: 3px;--config-sidebar-border-width: 1px;--config-sidebar-shadow: 0 0 0 transparent;--config-list-views-use-card-theme: 0;--config-list-views-card-border-width: 1px;--config-list-views-card-border-radius: 5px;--config-list-views-card-default-background-color: #ffffff;--config-list-views-card-default-title-color: #0b353bff;--config-list-views-card-default-text-color: #27201dff;--config-list-views-card-default-border-color: #ebecf2ff;--config-list-views-card-hover-background-color: #ffffff;--config-list-views-card-hover-title-color: #0b353bff;--config-list-views-card-hover-text-color: #27201dff;--config-list-views-card-hover-border-color: #ebecf2ff;--config-list-views-card-click-background-color: #ffffff;--config-list-views-card-click-title-color: #0b353bff;--config-list-views-card-click-text-color: #27201dff;--config-list-views-card-click-border-color: #ebecf2ff;--config-sidebar-widget-username-color: #27201dff;--config-username-hover-color: #0b353bff;--config-username-hover-decoration: none;--config-content-type-survey-background-color: #322c75;--config-content-type-survey-color: #fff;--config-checkbox-checked-color: #322c75;--config-content-type-article-background-color: #322c75;--config-main-navigation-dropdown-hover-color: #322c75;--config-meta-icon-color: #a7aeb5;--config-tag-pill-border-color: #e3e4ec;--config-tag-pill-color: #2b3346;--config-username-color: #322c75;--config-widget-tabs-active-border-color: #322c75;--config-widgets-action-link-color: #322c75;--config-button-border-width: 1px;--config-button-border-radius: 4px;--config-button-cta-hover-border-radius: 4px;--config-button-cta-active-border-radius: 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(!(window.CSS && CSS.supports('color', 'var(--fake-var)'))) { document.head.removeChild(document.getElementById('main-css')) document.write('<link href="/destination.css" rel="stylesheet" type="text/css"><\x2flink>'); }</script> <style> /* Note: We recommend inviting a professional web developer to work with Custom Css. 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webhooks","thumbnailImage":null,"parentId":18,"isContainer":false,"children":[],"visibleTopicsCount":3,"url":"https:\/\/community.customer.io\/platform-20"}],"language":"en","visibleTopicsCount":7,"containerCategoriesCount":0,"contentCategoriesCount":2,"url":"https:\/\/community.customer.io\/platform-integrations-18"}],"categoriesContent":{"14":[{"categoryUrl":"https:\/\/community.customer.io\/general-information-14","topicUrl":{"destination":"https:\/\/community.customer.io\/general-information-14\/categorizing-marketing-emails-for-subscription-options-747"},"id":"102","publicId":"747","title":"Categorizing Marketing Emails for Subscription Options","content":"<h3>Introduction<\/h3><p>\u00a0<\/p><p>This post addresses a common question concerning the categorization of marketing emails, giving recipients the power to choose what type of emails they want to receive and unsubscribe from.<\/p><p>\u00a0<\/p><h2>Problem<\/h2><p>When sending out transactional emails and marketing emails, it can sometimes be confusing to understand how to categorize and manage these messages. The specific problem faced here was categorizing marketing emails in a way that allows recipients to selectively opt-out. For example, let's assume we want our recipients to have the freedom to unsubscribe from training marketing emails while still receiving notifications about promotions and holiday deals.<\/p><p>\u00a0<\/p><h2>Solution<\/h2><p>It was clarified that transactional messages are typically used for one-off communications. These are not something the customers opt into, rather they are triggered by specific actions or events.<br \/>When it comes to categorizing marketing emails, Customer.io's Subscription Center is an ideal solution. Through this feature, you can set a variety of topics or categories that your customers can choose to subscribe or unsubscribe from.<\/p><p>\u00a0<\/p><p>Using the Subscription Center for managing email categories can provide a more personalized email experience for your recipients and facilitate better management of your marketing communication.<\/p><p>\u00a0<\/p><h2>Resources<\/h2><ul><li><a href=\"https:\/\/customer.io\/docs\/journeys\/transactional-api\/\" rel=\"nofollow ugc\">Transactional messages information<\/a><\/li>\t<li><a href=\"https:\/\/customer.io\/docs\/journeys\/transactional-api\/#use-cases\" rel=\"nofollow ugc\">Use cases for transactional messages<\/a><\/li>\t<li><a href=\"https:\/\/customer.io\/docs\/release-notes\/2023-01-20-subscription-center-beta\/\" rel=\"nofollow ugc\">Subscription Center Beta<\/a><\/li>\t<li><a href=\"https:\/\/customer.io\/docs\/journeys\/subscription-center\/#how-it-works\" rel=\"nofollow ugc\">Subscription Center detailed guide<\/a><\/li><\/ul>","categoryName":"General information","categoryId":"14","contentType":"article","featuredImage":"","likes":0,"views":92,"votes":0,"replyCount":0,"publishedAt":"2023-09-18T19:33:56+02:00","lastActivityAt":"2023-09-18T19:33:56+02:00","lastContributor":{"id":"33","username":"Customer.io","avatar":"https:\/\/uploads-us-west-2.insided.com\/customerio-en\/icon\/200x200\/681837cb-d650-43e4-9fb7-cfc82a7e3588.png"},"lastPostId":0,"author":{"id":"33","username":"Customer.io","avatar":"https:\/\/uploads-us-west-2.insided.com\/customerio-en\/icon\/200x200\/681837cb-d650-43e4-9fb7-cfc82a7e3588.png"},"sticky":false,"publicLabel":"","ideaStatus":{"name":"","textColor":"","backgroundColor":""},"hasBestAnswer":false,"likedOrVotedByCurrentUser":false},{"categoryUrl":"https:\/\/community.customer.io\/general-information-14","topicUrl":{"destination":"https:\/\/community.customer.io\/general-information-14\/how-to-measure-push-performance-hint-it-s-not-open-rates-155"},"id":"57","publicId":"155","title":"How to Measure Push Performance (Hint: It\u2019s Not Open Rates)","content":"<h1>How to Measure Push Performance (Hint: It\u2019s Not Open Rates)<\/h1><p>Slater Smith on Aug 16, 2022<\/p><p>Measuring your campaigns\u2019 performance is a critical part of marketing, but push notifications can throw your usual KPI targets for a loop. That\u2019s because many marketers see much lower open rates for push compared to emails. If this sounds like you, you may have found yourself asking questions like, \u201cOh no! Are my messages underperforming?\u201d Or worse\u2026 \u201cIs my SDK integration broken?!\u201d<\/p><p>The good news is that low push open rates are very normal! In fact, the median open rate for push notifications is just 4.6% on Android and 3.1% on iOS. While your rates may vary, low open rates alone usually aren\u2019t cause for concern.\u00a0<\/p><p>Learn why, plus tips on how to gather meaningful push metrics that don\u2019t rely solely on opens.<\/p><h2 id=\"open-rate-differences-push-vs-emailnbsp\">Open rate differences: Push vs. email\u00a0<\/h2><p>Imagine you have a language-learning app, and you\u2019re sending a campaign to customers who completed the Spanish 101 course. A personalized email message might look like this:<\/p><p><em>Subject line:<\/em>\u00a0Felicidades! Now keep it going.\u00a0<\/p><p><em>Preheader text:<\/em>\u00a0Save on Spanish 102<\/p><p><em>Body:\u00a0<\/em>You\u2019re at the head of the class, Susan! You aced Spanish 101 in just 4 weeks. Don\u2019t stop now: Spanish 102 te llama! Earn 40% off when you start this week.\u00a0<\/p><div style=\"text-align:center;\"><figure style=\"display:inline-block;\"><img alt=\"\" src=\"https:\/\/uploads-us-west-2.insided.com\/customerio-en\/attachment\/ffa3b472-06a4-4c8d-800f-c87f18849bc5.png\" \/><\/figure><\/div><p>The subject line can only entice Susan to read more; she has to open the email to get the full content. Thus, tracking email open rates gives you strong evidence about the effectiveness of your subject lines and preheader text.<\/p><p>Now let\u2019s see a similar personalized message in push:\u00a0<\/p><p><em>Title:\u00a0<\/em>Way to ace Spanish 101, Susan!<\/p><p><em>Body:\u00a0\u00a0<\/em>Felicidades on finishing Spanish 101 in just 4 weeks! Visit the app today for an exclusive discount: 40% off of Spanish 102.<\/p><p><img alt=\"\" src=\"https:\/\/customer.io\/wp-content\/uploads\/2022\/08\/Frame-15.png\" width=\"708\" \/><\/p><p>To actually open the push, Susan would have to tap the notification or trigger the app. But unlike with the email, she gets the key message content even if she just glances at the notification without opening it.\u00a0<\/p><p>Let\u2019s say she\u2019s in a meeting when the notification pops up, so she quickly looks down at her phone and then dismisses the message, making a mental note to sign up later that day. During her lunch break, she opens the app and signs up for Spanish 102. The push converted, even though she never opened it. But if you\u2019re only measuring push performance with open rates, you\u2019ll never know the message was successful.\u00a0<\/p><p><strong>Bottom line:\u00a0<\/strong>Push open rates don\u2019t tell you nearly as much about campaign success as email open rates do.<\/p><h2 id=\"open-rate-differences-android-vs-iosnbsp\">Open rate differences: Android vs. iOS\u00a0<\/h2><p>Push open rates on Android devices are consistently higher than on iOS devices, which confuses a lot of marketers when analyzing their data. But the discrepancy doesn\u2019t necessarily reflect customer behavior; it\u2019s a function of the user interface.<\/p><p>iOS notifications are displayed once and then moved to the message center. People see the message when it pops up, but they don\u2019t have to touch the screen to dismiss it.\u00a0<\/p><p>Android notifications, on the other hand, stick around until you manually swipe to dismiss them. While that can give customers more of a chance to engage, it also leads to accidental opens when people are trying to clear their notifications.<\/p><p><strong>Bottom line:\u00a0<\/strong>Don\u2019t put too much stock into the difference between Android and iOS open rates.<\/p><h2 id=\"how-to-actually-measure-push-engagement\">How to actually measure push engagement<\/h2><p>If open rates don\u2019t effectively track push engagement, how do you know if your campaigns are performing? Simple: monitor customer behavior and make smart inferences.<\/p><p>Let\u2019s return to the earlier example of Susan\u2019s unopened push notification. If she receives it at 10:00 a.m. and signs up for Spanish 102 at 12:45 p.m., you can infer that the push caused the conversion. In fact, any conversion that occurs within a day or two of a push campaign is a strong indicator of engagement. As you measure behavior over time, you might discover your customers respond within a shorter or longer interval.<\/p><p>It\u2019s easy to track push engagement with Customer.io\u2019s SDK: just\u00a0<a href=\"https:\/\/customer.io\/docs\/campaign-conversions\/\">add a conversion goal<\/a>\u00a0to your campaign.\u00a0<\/p><div style=\"text-align:center;\"><figure style=\"display:inline-block;\"><img alt=\"\" src=\"https:\/\/uploads-us-west-2.insided.com\/customerio-en\/attachment\/8dab599d-2743-4402-9fa5-f8551ad583a6.png\" \/><\/figure><\/div><p>Conversion goals in Customer.io are fully customizable; you define the behaviors and timeframes that are meaningful for your customers.<\/p><p><strong>Bottom line:\u00a0<\/strong>SDKs with customized conversion goals give you far better insight into push performance than open rates.<\/p><h2 id=\"start-measuring-push-performance-the-smart-waynbsp\">Start measuring push performance the smart way\u00a0<\/h2><p>Imagine you get two ads in your mailbox today: one\u2019s a letter in an envelope, the other\u2019s a postcard. If you recycle the letter without opening it, you\u2019ll never know what it said. But with the postcard, you likely got the gist in a glance as you took it out of the mailbox.<\/p><p>Keep that metaphor in mind when looking at push notification open rates. Low numbers don\u2019t necessarily mean something\u2019s wrong. You just need to measure engagement differently than you do with email.\u00a0<\/p><p>And if you add conversion goals to your campaigns and discover your push messages truly aren\u2019t performing, our\u00a0<a href=\"https:\/\/customer.io\/docs\/a-b-test-campaigns\/\">A\/B testing and random cohort tools<\/a>\u00a0will help you hone your campaign until it hits every KPI.<\/p><p><strong>Bottom line:\u00a0<\/strong>Open rates don\u2019t tell the whole story when it comes to push, but you have the tools you need to measure and optimize for success.<\/p>","categoryName":"General information","categoryId":"14","contentType":"article","featuredImage":"https:\/\/uploads-us-west-2.insided.com\/customerio-en\/attachment\/d5e307da-09c2-42f9-b27d-41beb5d61084_thumb.png","likes":0,"views":394,"votes":0,"replyCount":0,"publishedAt":"2022-08-19T20:17:14+02:00","lastActivityAt":"2022-08-19T20:17:14+02:00","lastContributor":{"id":"33","username":"Customer.io","avatar":"https:\/\/uploads-us-west-2.insided.com\/customerio-en\/icon\/200x200\/681837cb-d650-43e4-9fb7-cfc82a7e3588.png"},"lastPostId":0,"author":{"id":"33","username":"Customer.io","avatar":"https:\/\/uploads-us-west-2.insided.com\/customerio-en\/icon\/200x200\/681837cb-d650-43e4-9fb7-cfc82a7e3588.png"},"sticky":false,"publicLabel":"","ideaStatus":{"name":"","textColor":"","backgroundColor":""},"hasBestAnswer":false,"likedOrVotedByCurrentUser":false},{"categoryUrl":"https:\/\/community.customer.io\/general-information-14","topicUrl":{"destination":"https:\/\/community.customer.io\/general-information-14\/email-integration-tips-for-startup-founders-132"},"id":"44","publicId":"132","title":"Email Integration Tips for Startup Founders","content":"<h2>Do, Do, Don\u2019t<\/h2><hr \/><p>Choosing a customer engagement platform can be tricky. Getting it to work right for you can be even trickier. Since we know that startup founders have limited brain space to spend on planning their email integration, we\u2019ve included some of our own CEO\u2019s do\u2019s and don\u2019ts for email integration that he\u00a0<a href=\"https:\/\/userlist.com\/podcast\/email-automation-data-and-integrations-with-colin-nederkoorn\/\" rel=\"noreferrer noopener\">spoke about recently on the Userlist podcast<\/a>.<\/p><p>\u00a0<\/p><h3 id=\"strongdo-measure-twice-cut-oncestrong\"><strong>Do: measure twice, cut once.<\/strong><\/h3><p>\u201cAs you\u2019re setting up your campaigns and deciding how to import your data and what to do with the data model, you will save\u00a0<strong>a<\/strong>\u00a0<strong>lot<\/strong>\u00a0of time if you plan right,\u201d says Colin Nederkoorn, Customer.io\u2019s CEO. \u201cMake sure you understand your email tool. Do a lot of small tests. Then, once you\u2019re ready to import all of your data, make sure you\u2019ve got the right data model that will support all of the automations you\u2019ll want to do.\u201d<\/p><p>Take it from us: spending 1 hour on planning your integration right may save you 10 hours in the future. Don\u2019t neglect it.<\/p><p>\u00a0<\/p><h3 id=\"do-build-with-future-integrations-in-mind\">Do: build with future integrations in mind.<\/h3><p>Facts are facts: the customer engagement platform (CEP) you chose today won\u2019t be the one you\u2019re using in five years. When you plan your integration, aim to make it as much as possible platform-agnostic. That way when you change platforms (or the platform changes something), you\u2019ll be ready to adapt. Avoid tools that require you to use proprietary languages that aren\u2019t reusable in other systems: while not a CEP, Looker\u2019s LookML, we\u2019re looking at you.<\/p><p>Also, don\u2019t constrain your future self by limiting the kind of data you send in to our platform. It can be hard to know what event data you\u2019ll want to use in the future, so we recommend that you err on the side of sending in more data than less (while respecting privacy constraints, of course).<\/p><p>\u00a0<\/p><h3 id=\"strongdont-disrespect-your-customers-privacystrong\"><strong>Don\u2019t: disrespect your customers\u2019 privacy.<\/strong><\/h3><p>If you\u2019re like us, you may get a lot of emails from people offering to sell you lists of potential companies to reach out to. Don\u2019t give in. \u201cThe most valuable thing that you have is your relationship with your customers and your audience,\u201d says Colin. \u201cDon\u2019t betray that trust. First party data is the best kind of data, not purchased data.\u201d<\/p><p>\u201cRemember, the expectation that consumers have with what companies do with their data has been frayed. Even if you\u2019re a good company, you might get tarred with the same brush that people are using to talk about the information resellers. Nowadays, consumers are naturally reticent to provide data to companies, but that trust is key to having a good relationship with your audience and customers. Be a good actor. Collect your own first party data. Set expectations for what you\u2019re doing with it. And then treat your customers and their data well.\u201d<\/p><p>In summary, though email marketing can feel like an after-thought with all the other important tasks you\u2019ve got as a start-up founder, taking the time to think it through will save you effort and make for better customer relationships.<\/p>","categoryName":"General information","categoryId":"14","contentType":"article","featuredImage":"https:\/\/uploads-us-west-2.insided.com\/customerio-en\/attachment\/199d3fd4-70e8-4157-9d84-ff42b82fe1a9_thumb.png","likes":0,"views":77,"votes":0,"replyCount":0,"publishedAt":"2022-07-27T23:39:27+02:00","lastActivityAt":"2022-07-27T23:39:27+02:00","lastContributor":{"id":"33","username":"Customer.io","avatar":"https:\/\/uploads-us-west-2.insided.com\/customerio-en\/icon\/200x200\/681837cb-d650-43e4-9fb7-cfc82a7e3588.png"},"lastPostId":0,"author":{"id":"33","username":"Customer.io","avatar":"https:\/\/uploads-us-west-2.insided.com\/customerio-en\/icon\/200x200\/681837cb-d650-43e4-9fb7-cfc82a7e3588.png"},"sticky":false,"publicLabel":"","ideaStatus":{"name":"","textColor":"","backgroundColor":""},"hasBestAnswer":false,"likedOrVotedByCurrentUser":false},{"categoryUrl":"https:\/\/community.customer.io\/general-information-14","topicUrl":{"destination":"https:\/\/community.customer.io\/general-information-14\/lifecycle-planning-in-6-simple-steps-131"},"id":"43","publicId":"131","title":"Lifecycle Planning in 6 Simple Steps","content":"<h2>Perfection Through Planning<\/h2><hr \/><p>People often reach out to us for advice on how to design an awesome lifecycle email plan. Lifecycle emails can be really powerful in building long-term relationships with customers, so I\u2019d like to share here some tips that customers have found helpful\u2014especially those starting from scratch.\u00a0<\/p><p>\u00a0<\/p><h2 id=\"1-think-audience\">1. Think audience<\/h2><h3 id=\"who-is-your-audiencenbsp\">Who is your audience?\u00a0<\/h3><p>You\u2019d describe your product to your teenage nephew differently than you\u2019d pitch it to a prospective buyer\u2014that\u2019s why knowing your audience is so important.<\/p><p>Think through the characteristics of the people you\u2019re talking to. What are they like? What do they need? You might include things like demographics, behaviors, and attitudes. If you\u2019re marketing a time management app, your customers are likely to be super busy and maybe looking for something to bring calm to their life. If your product is a pairing app for coders, the developers in your audience are probably skeptical and easily turned off by communications that feel too sales-y.<\/p><h3 id=\"what-roles-exist-within-your-audience\">What roles exist within your audience?<\/h3><p>Clarify the important differences among your audience members. People are not all the same. For example, if you have a freemium app, you should send different messages to people on free versus paid plans.<\/p><p>Audience profiling\u2014knowing exactly who your customers are\u2014is key to writing messages that people will actually want to receive. Once you\u2019ve created your profiles, you can use them to build meaningful\u00a0<a href=\"https:\/\/www.customer.io\/docs\/getting-started-segments\/\">segments<\/a>\u00a0based on behavior, demographics, or other customer data.\u00a0<\/p><h3 id=\"what-problems-does-your-product-solve-for-your-audience\">What problems does your product solve for your audience?<\/h3><p>Now that you know who your audience is, put yourself in their shoes. What problems are they trying to solve? Tie the needs and goals of your audience to what your product does to create messages that resonate.<\/p><p>A freelancer using a time management app might want to earn more money or spend more time with family. A business using a pair programming app might be after better quality code or improved skills transfer from senior to junior developers.\u00a0\u00a0\u00a0\u00a0<\/p><p>\u00a0<\/p><h2 id=\"2-think-journeynbsp\">2. Think journey\u00a0<\/h2><h3 id=\"whats-the-first-step-in-the-audiences-journey\">What\u2019s the first step in the audience\u2019s journey?<\/h3><p>Now, shift your focus to the customer journey. Start by identifying how someone first encounters your product; that\u2019s your chance to start building a relationship.<\/p><p>For example, a time management app might have three possible entry points:<\/p><ul><li>Admin-role customer creates account<\/li>\t<li>Non-admin goes to app, creates account, and links to admin\u2019s account<\/li>\t<li>Non-admin receives email invitation from admin\u00a0<\/li><\/ul><p>Think about all possible entry points for your product, such as:<\/p><ul><li>Signing up for your email list<\/li>\t<li>Starting a free trial or signing up for a free service tier<\/li>\t<li>Contacting sales with a question<\/li><\/ul><h3 id=\"whats-your-aha-moment\">What\u2019s your Aha! moment?<\/h3><p>Think of the\u00a0<a href=\"https:\/\/customer.io\/blog\/finding-aha-moment\/\">Aha! moment<\/a>\u00a0as the thing that will make someone say, \u201cWow, I really get the value of this product and I want to continue using it.\u201d Facebook famously designated \u201c7 friends in 10 days\u201d as its Aha! moment, observing that people who added seven friends within 10 days of joining were more likely to stick around.\u00a0<\/p><p>Aha! moments must be explicit and measurable. If you haven\u2019t already defined yours, this would be a good time to do it.\u00a0\u00a0<\/p><h3 id=\"what-experiences-do-you-want-various-roles-to-have\">What experiences do you want various roles to have?<\/h3><p>Think back to the different roles you identified in your audience. Each type of customer will likely have different needs along their journey.\u00a0<\/p><p>For example, if you have primary and secondary account roles, you might push a notification to the primary the first time the secondary logs in. With a freemium structure, you\u2019ll want a drip campaign to nudge people from free to paid and a renewal campaign for those on paid plans.<\/p><h3 id=\"what-action-do-you-want-customers-to-take-at-each-step-of-their-journey\">What action do you want customers to take at each step of their journey?<\/h3><p>Once you\u2019ve got your Aha! moment pinned down, think through the steps your audience must take after their first engagement to reach that point. Let\u2019s say you have a collaboration app with a free trial period. For the admin role, the steps and actions might look like this:\u00a0<\/p><table><tbody><tr><td><strong>Customer journey step<\/strong><\/td>\t\t\t<td><strong>Desired audience action<\/strong><\/td>\t\t<\/tr><tr><td>Sign up for a free 14-day trial (entry point)<\/td>\t\t\t<td>Complete their profile<\/td>\t\t<\/tr><tr><td>Complete their profile<\/td>\t\t\t<td>Create a team workspace<\/td>\t\t<\/tr><tr><td>Create a team workspace<\/td>\t\t\t<td>Invite 4 collaborators within 7 days\u00a0<\/td>\t\t<\/tr><tr><td>Invite 4 collaborators within 7 days (Aha! moment)<\/td>\t\t\t<td>Purchase paid subscription<\/td>\t\t<\/tr><\/tbody><\/table><p>In this example, you\u2019d also want to consider the journey for the team members the admin customer invites\u2014what experience will get them to their own Aha! moments?<\/p><h3 id=\"whats-the-complete-customer-lifecycle\">What\u2019s the complete customer lifecycle?<\/h3><p>One thing people often overlook in lifecycle planning is the long-term relationship with customers. It\u2019s easy to get caught up in the first Aha! moment that converts someone to a paying customer, but retaining people over time is just as important.\u00a0<\/p><p>Think through the experiences you want your audience to have after they\u2019ve come on board. You might consider things like:<\/p><ul><li>What will make your product indispensable to them?\u00a0<\/li>\t<li>What will make someone so happy they tell others about you?\u00a0<\/li>\t<li>When and why might they stop using or leave your product?<\/li><\/ul><p>The idea here is to imagine the entire lifecycle of a customer so you can create experiences that address specific points in their journey.\u00a0<\/p><p>\u00a0<\/p><h2 id=\"3-think-product\">3. Think product<\/h2><h3 id=\"how-does-your-product-solve-your-audiences-problems\">How does your product solve your audience\u2019s problems?<\/h3><p>Knowing the answer to this question is the basis for showing people why your product is valuable to them specifically. It\u2019s not enough to explain why your product is innovative or disruptive. You need to explicitly connect the dots for each audience.\u00a0<\/p><p>One way to define this for yourself is to complete this sentence: Our product solves ____________\u2019s problem of\u00a0 _________________ by _____________.\u00a0<\/p><h3 id=\"what-information-does-your-audience-need-and-when\">What information does your audience need, and when?<\/h3><p>Consider what kinds of information will speak to people at various times in the customer journey. For instance, leads high in the funnel might want feature\/benefit lists, new customers might need how-tos, long-time customers may benefit from spotlights on features they\u2019re not using.\u00a0\u00a0<\/p><p>Looking at different segments is important here. Admins will need different info than non-admin customers, for example.\u00a0<\/p><p>\u00a0<\/p><h2 id=\"4-think-contentmessaging\">4. Think content\/messaging<\/h2><h3 id=\"what-contentstrong-strongdoes-your-audience-need-at-each-step-in-the-journey\">What content<strong>\u00a0<\/strong>does your audience need at each step in the journey?<\/h3><p>People like messages that are relevant and relatable, so your content should be driven by the audience\u2019s needs, their location in the customer journey, and the action or outcome you want.<\/p><p>Make sure you can justify why you\u2019re sending an email\u2014why it will matter to your audience or help them at a particular time. Consider email campaigns that:<\/p><ul><li>Welcome and onboard new customers<\/li>\t<li>Help people get more out of your product<\/li>\t<li>Request feedback from customers (including those who abandon your product)<\/li><\/ul><p>If you\u2019re already sending a few lifecycle emails, you might start by looking at where the gaps are. It\u2019s probably not sufficient to just get people to install your app; you\u2019ll probably want to know what meaningful actions they need to take to really get value from your product and support them with useful content at each step.\u00a0<\/p><h3 id=\"what-messagingstrong-strongdoes-your-audience-need-at-each-step-in-the-journey\">What messaging<strong>\u00a0<\/strong>does your audience need at each step in the journey?<\/h3><p>The tone, length, and wording of your lifecycle emails should line up with both your brand\u2019s personality and the characteristics of your audience.\u00a0<\/p><p>At the end of the day, businesses should make a human connection by sending messages people actually want to read.\u00a0<a href=\"https:\/\/customer.io\/blog\/4-tips-for-writing-email-for-humans\/\">Here\u2019s a quick guide<\/a>\u00a0with tips for doing that. This is a good time to think about personalization, too.\u00a0<a href=\"https:\/\/customer.io\/liquid-tutorial\/\">Liquid logic<\/a>\u00a0opens up a whole world of how you can match a message to a customer. For example, if you ship pet supplies, you can customize order confirmation depending on the owner\u2019s pet:<\/p><div style=\"text-align:center;\"><figure style=\"display:inline-block;\"><img alt=\"Liquid for Marketers Hero\" src=\"https:\/\/customer.io\/wp-content\/uploads\/2021\/10\/Liquid_Marketers_Hero.svg\" width=\"756\" \/><\/figure><\/div><h2 id=\"5-think-data\">5. Think data<\/h2><h3 id=\"what-data-do-you-havenbsp\">What data do you have?\u00a0<\/h3><p>You should use your data to build segments of similar people and send targeted messages\u00a0 to them. The\u00a0<a href=\"https:\/\/www.customer.io\/docs\/getting-started-people\">People<\/a>\u00a0in your Customer.io account have attributes, events, page views, and devices associated with them. That might include renewal dates, location, recent logins, customer feedback, app version, OS version or architecture, and so on.<\/p><p>For instance, say your data shows you that people who don\u2019t open your app for 14 days are the most likely to stop using it. You have an opportunity to catch them before they abandon entirely: a personalized drip campaign that leverages data about their actions to remind them of why they signed up.<\/p><h3 id=\"how-can-you-use-data-to-boost-personalization\">How can you use data to boost personalization?<\/h3><p>Data allows you to incorporate everything from simple courtesies\u2014like greeting people by name\u2014to advanced customization\u2014like mining bulk purchase histories to send restock reminders.\u00a0<\/p><p>By leveraging data about actions a customer takes, you can offer the right encouragement at the right time, like:<\/p><ul><li>After someone downloads your app, send an onboarding series that helps them get value from it right away<\/li>\t<li>When someone uses one feature of your product, send an introduction to more features they haven\u2019t explored\u00a0<\/li>\t<li>If a customer stops using your product, send a request for feedback<\/li><\/ul><p>\u00a0<\/p><h2 id=\"6-think-iteration\">6. Think iteration<\/h2><p>Now you have the info you need to build out a simple draft of your customer journeys and decide what messages you want to send when\u2014and why you think they\u2019ll resonate with customers.\u00a0<\/p><p>You don\u2019t need to build an entire lifecycle strategy all at once. To start, you might target a specific chunk of your customer journey. If getting new customers is your highest priority, you might focus on moving from initial engagement to the Aha! moment. Or if your biggest issue is cancellations, you could remind customers of your product\u2019s value during the month before their subscription renews.\u00a0<\/p><p>After that, you can measure performance and iterate. SaaS and viral-loop style apps usually have certain outcomes they\u2019re trying to drive people toward, so identify those to see what email metrics will show you what\u2019s making a difference (open rates, click-throughs, forwarding rates, etc.)\u00a0<\/p><p>As you iterate, it\u2019s a good idea to A\/B test things like subject lines, send times, and call-to-action buttons. Testing just one component at a time will give you the most useful insight.\u00a0<\/p><p>\u00a0<\/p><h2 id=\"lifecycle-planning-creates-longterm-relationships\">Lifecycle planning creates long-term relationships<\/h2><p>At the end of the day, emails should make a genuine connection with your customers. Start simple, and evolve your lifecycle plan as you test and learn. Remember:\u00a0<\/p><ul><li>Put your customers\u2019 needs first<\/li>\t<li>Show people why your product matters to them<\/li>\t<li>Understand every step in a customer\u2019s journey<\/li>\t<li>Use personalization to meet people where they are\u00a0<\/li><\/ul><p>You want customers to stick around for the long haul. Start sending messages people want to read\u2014right when they need them\u2014to build relationships that last.<\/p>","categoryName":"General information","categoryId":"14","contentType":"article","featuredImage":"","likes":2,"views":291,"votes":0,"replyCount":0,"publishedAt":"2022-07-27T21:33:35+00:00","lastActivityAt":"2022-07-27T21:33:35+00:00","lastContributor":{"id":"33","username":"Customer.io","avatar":"https:\/\/uploads-us-west-2.insided.com\/customerio-en\/icon\/200x200\/681837cb-d650-43e4-9fb7-cfc82a7e3588.png"},"lastPostId":0,"author":{"id":"33","username":"Customer.io","avatar":"https:\/\/uploads-us-west-2.insided.com\/customerio-en\/icon\/200x200\/681837cb-d650-43e4-9fb7-cfc82a7e3588.png"},"sticky":false,"publicLabel":"","ideaStatus":{"name":"","textColor":"","backgroundColor":""},"hasBestAnswer":false,"likedOrVotedByCurrentUser":false},{"categoryUrl":"https:\/\/community.customer.io\/general-information-14","topicUrl":{"destination":"https:\/\/community.customer.io\/general-information-14\/8-key-steps-for-account-setup-79"},"id":"35","publicId":"79","title":"8 Key Steps for Account Setup","content":"<p>Congratulations, you\u2019re opening a brand new account with Customer.io! We know first hand the excitement that must be brewing to have the world of Customer.io right at your fingertips and a blank slate to make all your marketing automation dreams come true.<\/p><p>Before you begin to build mind-blowing campaign workflows and click-worthy newsletters, take a look at some of the top tips from our Customer Success team on how to lay the foundation for an optimal Customer.io workspace.<\/p><p>\u00a0<\/p><h3 id=\"strong1-put-your-plans-to-paperstrong\"><strong>1. Put Your Plans to \u201cPaper\u201d<\/strong><\/h3><p>Well-thought-out integrations tend to start on whiteboards and spreadsheets. Aligning with internal stakeholders on what campaigns you will be building and what data points you need will be essential to your success early on. Being able to see this visualization on a piece of paper, whiteboard, spreadsheet, or equivalent will help make sure everyone is on the same page.<\/p><p>Once you\u2019ve outlined the intended outcomes, work backwards to first identify what user attributes and event data you need. Once you have those mapped out, you\u2019ll naturally arrive at the requirements for your integration.\u00a0<\/p><p>\u00a0<\/p><h3 id=\"strong2-standardize-your-attributesstrong\"><strong>2. Standardize Your Attributes<\/strong><\/h3><p>An\u00a0<a href=\"https:\/\/customer.io\/docs\/attributes\/\">attribute<\/a>\u00a0is generally a singular piece of information that is related to the customer profile (think first name, plan type, subscription start date) and an\u00a0<a href=\"https:\/\/customer.io\/docs\/events\/\">event<\/a>\u00a0is an action or behavior that a user performs either one or many times over the course of their lifecycle (think payment completed, call scheduled, or plan upgraded).<\/p><p>While there are\u00a0<a href=\"https:\/\/customer.io\/docs\/attributes\/#reserved-attributes\">reserved attributes<\/a>\u00a0in Customer.io accounts such as \u2019email\u2019 and \u2018ID\u2019, the large majority of attributes will be custom and based on the data you send in through integrations.<\/p><p>When\u00a0<a href=\"https:\/\/customer.io\/docs\/getting-started-integration-planning\/#tips-and-best-practices-for-profile-attributes\">naming your attributes,<\/a>\u00a0we advise using all lowercase characters and avoid using spaces. Instead, replace them with underscores (e.g.\u00a0<code>first_name<\/code>\u00a0or\u00a0<code>plan_type<\/code>). When attribute formats are standardized, it\u2019ll be easier for your team to reference these attributes when segmenting and personalizing content using\u00a0<a href=\"https:\/\/customer.io\/docs\/using-liquid\/\">liquid<\/a>\u00a0in the future.<\/p><p>\u00a0<\/p><h3 id=\"strong3-dont-forget-aboutcode-created_atcodestrong\"><strong>3. Don\u2019t Forget about<code>\u00a0created_at<\/code><\/strong><\/h3><p>Speaking of reserved attributes, the \u2018created_at\u2019 attribute comes\u00a0<strong>highly<\/strong>\u00a0recommended by our Customer Success team. This attribute should be sent in\u00a0<a href=\"https:\/\/customer.io\/docs\/faq-timestamps\/#why-dont-people-match-my-signed-up-segment-even-after-i-sent-in-created_at-timestamps\">UNIX format<\/a>\u00a0and reflect when the profile was created in\u00a0<strong>your database<\/strong>. It\u2019s important to note that this is not necessarily the same as when the profile was created in Customer.io.<\/p><p>This attribute comes in handy down the road to identify audiences that joined at specific times or when troubleshooting any issues that may arise regarding your data integrations.<\/p><p>\u00a0<\/p><h3 id=\"strong4-first-things-first-campaigns-and-transactional-emailsstrong\"><strong>4. First Things First, Campaigns and Transactional Emails<\/strong><\/h3><p>While it can be tempting to start sending large volume newsletters as soon as your workspace is configured, this is not something we recommend because it can have detrimental impacts on your domain health and overall deliverability reputation.<\/p><p>Focus on\u00a0<a href=\"https:\/\/customer.io\/docs\/campaigns-in-customerio\/\">campaigns<\/a>\u00a0and\u00a0<a href=\"https:\/\/customer.io\/docs\/transactional-api\/\">transactional messages<\/a>\u00a0first so you organically ramp up the volume of your sent emails in the beginning. This will give your sending domain a moment to settle into the new environment and give you a pulse on deliverability health before you begin sending newsletter-style blasts.<\/p><p>\u00a0<\/p><h3 id=\"strong5-leave-your-baggage-but-bring-your-engagement-datastrong\"><strong>5. Leave your Baggage, but Bring Your Engagement Data<\/strong><\/h3><p>One of the benefits of moving to a new platform and starting with a blank slate is getting to fix all the things that drove you bonkers about your previous setup! That said, grabbing any data on how your contacts have engaged with your messages before you migrate will give you a leg up when it comes to your deliverability strategy with Customer.io.<\/p><p>We recommend that you pull any lists from your existing platforms of people who have opened an email from you in the last four months. This list will serve you well as it\u2019ll include users who you can build engaged audience segments with and reduce the risks of damaging your domain reputation.<\/p><p>Sending emails to people that have not opened an email in over four months presents higher risks of ISPs dinging your sending reputation and also poses an increased chance that your emails will be\u00a0<a href=\"https:\/\/customer.io\/docs\/email-deliverability-best-practices\/#spam-and-complaint-rates\">reported by users as spam<\/a>.<\/p><p>\u00a0<\/p><h3 id=\"strong6-build-an-engagement-filter-and-use-it-foreverstrong\"><strong>6. Build an Engagement Filter and use it Forever<\/strong><\/h3><p>When it comes to a great deliverability strategy, we know that nuance is the name of the game. If you\u2019re on our Premium Plan, your dedicated Customer Success Manager and our Deliverability team are here to help you strategize every step of the way.<\/p><p>We have tried and true\u00a0<a href=\"https:\/\/customer.io\/docs\/email-deliverability-best-practices\/\">best practices<\/a>\u00a0that we recommend for all our customers. One of the best and easiest things you can do to benefit your deliverability health is to use a data-driven segment to capture people that have opened an email in the past four months. This will become an\u00a0<a href=\"https:\/\/customer.io\/docs\/email-deliverability-best-practices\/#filter-on-engagement\">engagement filter<\/a>\u00a0that should be applied to\u00a0<strong>all<\/strong>\u00a0of your newsletters and non-transactional campaigns so you\u2019re not messaging people who are unlikely to engage.<\/p><p>\u00a0<\/p><h3 id=\"strong7-configure-google-postmaster-toolsstrong\"><strong>7. Configure Google Postmaster Tools<\/strong><\/h3><p><a href=\"https:\/\/www.gmail.com\/postmaster\/\">Google Postmasters Tool<\/a>\u00a0is a reporting tool from Gmail that provides insights as to how audiences are interacting with your emails within your domain and translates it into deliverability health. Because Gmail is one of the largest ISPs used industry-wide, this can be an excellent resource to help evaluate the sending reputation of your domains and IPs as you begin sending emails through Customer.io.<\/p><p>Google Postmaster Tools is free to set up, though you may need some assistance from a colleague that can verify the domain in the DNS. When setting up your domain in Postmasters, you\u2019ll need to\u00a0<a href=\"https:\/\/customer.io\/docs\/authentication\/#we-will-not-take-over-your-primaryroot-domain\">authenticate your Customer.io subdomain<\/a>. From there, you\u2019ll be able to see additional insights into your email performance and have access to tools to troubleshoot if you run into any deliverability hiccups.<\/p><p>\u00a0<\/p><h3 id=\"strong8-dont-underestimate-the-power-of-the-stickystrong\"><strong>8. Don\u2019t Underestimate the Power of the Sticky<\/strong><\/h3><p><a href=\"https:\/\/customer.io\/docs\/workflow-builder\/#sticky-notes\">Sticky Notes<\/a>\u00a0were built as a hack in one of our virtual retreats and having them now leaves us wondering\u2026 how did we ever get by without these? There are a lot of moving pieces when it comes to migrating your high-impact campaigns to Customer.io. Use Sticky Notes to write reminders for yourself on items to come back to, detail specifics for other collaborators on the workflows, and jot down questions along the way.<\/p><p>These Customer Success-approved tips will pave the way for you to focus on building a personalized messaging experience for your audience so that they can benefit from everything you have to offer. For more detailed articles and best practices, check out our\u00a0<a href=\"https:\/\/customer.io\/docs\/getting-started-overview\/\">getting started docs<\/a>. 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